StoryBrand Website Examples

Many people hear about the StoryBrand Framework and are excited to take the information and run with it, creating greater clarity for their business.

But somewhere along the line, whether through busyness or the complicatedness of life, you start wondering, am I doing this right?

I have felt that feeling myself. I wondered if I described my customer’s problem in such a way they identify with it. I struggled with getting my language clean and concise. I wrestled with being too “cute” or too “artsy” in my language. I was too verbose.

And, I think the biggest issue I had (and seen others have) is that I knew my product so well I started talking with ‘insider’ language — this is where everyone inside the organization knows what you are talking about because it is familiar, but others really have no idea. This is extraordinarily easy to do and a bit tricky to overcome.

Many people are in business to improve their customer’s lives and make our world a better place — even if only in a small way. They hear talk of revenue and check out. Revenue isn’t the point for these folks. Impact is.

However, without revenue, there is no capital to invest in the world. Your impact diminishes. Many nonprofits or businesses with a social mission are forced to close their doors because they didn’t see the necessity of prioritizing revenue.

Whether your goal is to make a bunch of money or to have a meaningful impact, your marketing matters. Your message matters.

When I am trying to learn a new way of doing things, I love to see examples of people who are masters of that skill.

Just like bikes in a peloton draft off of one another, gaining speed from each other’s draft, marketers gain momentum and clarity by looking at examples of how to do it right. How to be excessively clear.

Viewers only give you 3 seconds to tell them what you do before they decide to check out. If you’re not clear, they leave. We use something we call the “Grunt Test” to see how clear a website is. We look at the site for 3 seconds and ask these 3 questions:

The companies in these StoryBrand website examples come from a diverse population of size and type. The common element is that they are incredibly CLEAR. In a quick scan of each website, it is immediately apparent what these businesses are selling and how to buy it.

Let’s look at some StoryBrand website examples to see if they pass the Grunt Test.

This certainly passes the test of clarity. Many websites don’t explicitly state what they’re selling. Users have to scroll all over the site and burn many mental calories to figure it out. CageRat clearly tells you what they offer. Let’s go through the Grunt Test.

Let’s look at another website.

Their photo makes you smile as you imagine your own wonderful dog leaping and enjoying his or her life because s/he feels good. All because of good nutrition. Koha is a great example of a clear message.

In this next example, this company took clarity even further — they put it in their name.

Notice the photo and the wording. We aren’t left guessing what these guys offer.

This next website example is a little different. It’s a person rather than a company.

In this StoryBrand website example, it’s evident that even when a brand is a person all the same rules about clarity and message still apply.

Here is a great example of addressing both an internal and an external problem for the customer. Anxiety and frustration are strong emotions that motivate people. If your business can address my angst and also the “internal crazy”, then I am that much more willing to entertain your offer. And that makes you more money.

You don’t necessarily know what this business does from the name, however, the copy immediately tells you what this business is all about.

All of the pieces that we have been talking about show up on this StoryBrand website example.

This company’s target client is someone who is not sure if their team is drug-free. Furthermore, it is difficult to get employees to go to some off-site location and get drug-tested. This would make me uneasy. Especially if the work involved any kind of precision that could harm other people if attention to detail was lacking.

Who comes to the rescue? You can, by utilizing Colorado Mobile Testing. They come to you and do the testing at a time that works for your people. The company is not the hero, the customer is. They save the day by bringing along someone who can really help, by helping you keep your team drug-free.

Now that you understand these concepts and have seen them implemented in several StoryBrand website examples, do you feel more confident as you try to change your own messaging? I hope these examples both inspired you and challenged you to change some of the messaging on your own website.

Don’t continue missing out on future revenue and customers because your messaging is clunky and obtuse. Learn from these StoryBrand website examples.

When people understand what you sell and how it makes their life better, they buy more. Take some time and see if you can get your website as clear as the StoryBrand website examples we looked at here.

To your success,

Miriam

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